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1 Market development and trade, including export
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Identifying possible international markets
Review possible export markets accessible to South African red meat producers, including bench-marking
Create the unique selling proposition that SA red meat needs to compete internationally and produce in a cost-effective way, thus optimising profits throughout the value chain
Create a sustainable red meat framework and certification model for international participation – South African red meat standard
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The national consumption is slowing down
International markets are currently unexplored and could possibly yield a bigger return stimulating local sales
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2. Consumerism and customer behaviour
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Developing a survey to understand the mind-set of the South African and international consumer of red meat
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The red meat fraternity does not know its consumers well enough to be able to exploit the market
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3. Consumer education and development
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Making the nutritional value of red meat known to consumers, using scientific research in an understandable format
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The red meat fraternity should open up on issues previously considered taboo in a manner where they can dictate the narrative, rather than trying to explain one another's narrative
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